Marketing de relacionamento em bibliotecas universitárias

Abstract

Introduction: It discusses the relationship marketing in university library, with the object of study the Care Sector to Reader of the Humanities Library (BCH) of the Federal University of Ceará, and the relationship between reference librarians and users. Objective: Investigate, with the direction and the reference librarians of BCH, the knowledge they have about relationship marketing, to see the importance of making use of this type of marketing to better satisfy users that relationship marketing activities are practiced as are practiced and are practiced consciously, and verify, with library users, their perception of the practice and their degree of satisfaction when the developed relationship marketing. Methodology: this study consists of an exploratory study with a qualitative approach. We used the functionalism and as a tool for data collection, we opted for the semi-structured interview and questionnaires. To analyze the data, we opted for the content analysis. Results: It was found that the knowledge that the director of BCH and the reference librarians have on relationship marketing is still very restricted, and although they see the importance of the issue under the BCH, the shares are practicing unconsciously, which leaves gaps in the perception of users in relation to these practices. Conclusions: regardless of the type of actions, users showed a considerable degree of satisfaction with the actions taken by the BCH.